Meta Platforms is attracting increased attention for Muse, its consumer AI strategy, as analysts Rich Greenfield and Ray Wang argue that the product could give the company a stronger position against Apple, OpenAI and Anthropic. Greenfield said Meta has a true right to win in AI because the contest will involve software platforms and distribution, not only the best model. He pointed to Meta’s roughly 3 billion users across WhatsApp, Instagram and Facebook, and said Muse gives investors a tangible consumer product behind the company’s large AI spending. LightShed Partners set a $925 one-year price target on Meta. Greenfield views Muse, rather than Meta’s new hardware, as the larger opportunity, describing an agentic personal assistant (AI that performs tasks for users) operating across phones, computers, glasses and other devices. Wang said Meta is combining AI, hardware and data, with Muse acting as the software layer and smart glasses among several possible interfaces. He cited Meta’s 3.6 billion-user base as a competitive moat, while identifying Apple’s approximately 1.4 billion-user ecosystem, device trust, security and on-device computing as important advantages. Meta also faces competition from OpenAI and Anthropic, whose rapid progress, including Claude’s rise, shows how quickly AI rankings can change. Meta shares rose 0.31% to $780.01 in Friday premarket trading and reached a new 52-week high, according to Benzinga Pro data. Meta also has significant representation in several ETFs, potentially creating automatic buying or selling when those funds experience major inflows or outflows.